EMERGING TRENDS
IN CONSUMER
BEHAVIOUR
KEVIN WOOD
AUTUMN REID
WEB 2.0
• Second generation of web-based
communities
• Collaboration and sharing between users
• Changes in the ways software developers
and end-users use the web as a platform
NOT JUST GEEKS
EXAMPLES
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Ebay
Craigslist
Wikipedia
MySpace
Google
iTunes
Blogs
YouTube
Customer Engagement
• The engagement of customers with one
another, with a company or a brand
• Engagement can be either consumer- or
company-led and the medium of
engagement can be online
Customer Engagement
• Customer Engagement aims at long-term
engagement, encouraging customer loyalty
and advocacy through word- of-mouth
• Customer Engagement is the best
measure of current and future performance
Customer Engagement
• Customer Engagement enables
organizations to respond to the
fundamental changes in customer
behaviour that the internet has brought
about
BLOG USERS
Customer Engagement
• The behaviour of customers that engage
in online communities revolving, directly
around product categories (cars, beer) and
other consumption topics.
• It details the process that leads to a
customer’s positive engagement with the
company or offering, as well as the
behaviours associated with different
degrees of customer engagement.
WEB 2.0
Short Message Service (SMS)
• Often called text messaging, is a means
of sending short messages to and from
mobile phones.
CRACKBERRY
SMS Usage
SMS
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Over 90% of text messages are read by recipient
Personal, instant link between you and the consumer
Connect with consumer at the right place, at the right time
18-29 year old consumers use text messaging more often
than voice to communicate.
• When given a choice 39% of US consumers — 76 million
people — prefer text messages to radio or TV advertising;
however, only 3% of most marketing campaigns currently
have a text component.
How Can We Use SMS
• Holding an event on the weekend - you could send a
reminder, while many of your guests are away from their
computer, to their mobiles - it might say "pick up your
tickets from..."
• A real estate agent, you can sms that there is an open
day at Smith Street in 2 hours
• A life coach - your client may like some positive reminders
to keep them on track
• Wanting to remind clients of their appointments.
• A stockbroker, to let some clients know when a particular
stock reaches a certain price.
• Wanting to let clients know their goods, order, car, etc are
ready to be picked up
How Can They Use SMS
• Consumers can text for more information
on products
• Customers can text to book appointments
or reservations
• Customers can text to win in contests
SMS Marketer
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